Editors Note: This year the car maker presentations were almost what they were in the past before the excess' of unlimited budget and hords of "I am a car jounalist"
types that the big three brought in to Detroit in the past...
well thankfully almost no more...

Most "real car journalists" I spoke with at the show were relieved to not have to waste their time
watching show biz take the place of a product only presentation...horray I say,
I can get used to serious words from serious car guys...leave the fluff for Las Vegas

DETROIT, Jan 12, 2010 Nick Carey writing for Reuters reported that in
more ways than one, the bulls have been missing at this year's Detroit auto
show.

At the 2008 auto show -- back in those heady pre-financial meltdown days
-- No. 3 U.S. automaker Chrysler drove a herd of Texas longhorn cattle
through downtown Detroit to promote the latest incarnation of its Dodge Ram
truck.

The event was the talk of the assembled media, but mostly because some
confused bulls became demonstrably affectionate with their male companions
in the street.

But bulls and bullish analysts are now in short supply.

"We're not going to be seeing copulating bulls in the street from
Chrysler or Dodge anytime soon," said Rebecca Lindland, an auto analyst at
IHS Global Insight.

Stunts like the indoor ice rink built by Mercedes-Benz Daimler AG
(DAIGn.DE) in 2007 to showcase its lineup are also gone. Last year's show
had a few vestiges of glitz, but was dominated by fear as No. 1 U.S.
automaker General Motors Co [GM.UL] and Chrysler headed for
government-funded bankruptcy.

This year is different. Fear has been replaced by guarded optimism that
2010 will be better with U.S. sales expected to stagger back to
recessionary levels above 11 million vehicles after plunging 21 percent to
10.4 million in 2009.

But the Detroit show, which traditionally marks the start of the season
to promote upcoming models, has been muted.

"This is a much more sensible show, really gearing to what people are
going to buy," said Dave Champion, senior director for automotive testing
at Consumer Reports magazine.

In one jarring break from the recent past, Fiat SpA (FIA.MI), which took
control of Chrysler last year, was the only major automaker to bring in
female models to pose next to its cars.

"The theatrical stunts that were a common feature at past auto shows are
gone," said Doug Fox, chairman of this year's auto show and a Nissan
dealer. "And I don't know if they will ever come back."

Denuded of showmanship, questions remained at the show about GM and
Chrysler's prospects, while low-cost rivals Kia Motors Corp (000270.KS) and
Hyundai Corp (011760.KS) plan to add to 2009 market share gains.

DEATH IN THE FAMILY

This year's show feels like there has been a death in the family.
Indeed, GM killed its Pontiac and Saturn brands in 2009 and is selling
Hummer and closing Saab. Those decisions left empty floor space that show
organizers filled with "Electric Avenue," a hodgepodge of diminutive
electric cars.

The center's basement for a second year contained a test track for
hybrid and electric cars -- with a speed limit of 5 mph (8 km/h) and
mandatory breath test for alcohol.

For many here, merely surviving 2009 was a good thing.

"There we were a year ago and things were just absolutely in this abyss
of not knowing what was going to happen," said Mazda Motor Corp's (7261.T)
North American CEO, Jim O'Sullivan. "This year... the brands that are here
felt like they made the cut."

The rosiest outlook came from politicians, including U.S. House Speaker
Nancy Pelosi, a California Democrat whose presence underscored the U.S.
government's stakes in GM and Chrysler after funding their restructuring in
bankruptcy in 2009.

"They naturally want to see how their investments are doing," GM Vice
Chairman Bob Lutz said.

After pumping an estimated $120 billion into the U.S. auto industry,
U.S. officials waxed lyrical about its prospects.

"It's a renaissance. It's a rebirth," Pelosi said. Others here praised
GM's progress, but Chrysler's lack of new products highlighted concerns
over its ability to survive the next few years.

"I'm very optimistic about GM," said Mike Jackson, CEO of No. 1 U.S.
auto retailer AutoNation Inc (AN.N). "I think it's going to be a great
comeback story."

But he said of Chrysler: "They're going to struggle until this alliance
with Fiat matures."

Kia and Hyundai were among the most optimistic here after trend-bucking
sales gains in 2009 and touting advertising plans for the Super Bowl -- the
biggest U.S. advertising event of the year -- in February.

J.D. Power and Associates analyst Jeff Schuster said the Detroit auto
show would see fewer costly events but predicted that the pyrotechnics and
stagecraft could stage a measured rebound with the industry.

"While I don't know that we'll go back to ... cattle down the street,
we'll probably see something in between," he said. "We'll see a little bit
more show as we recover."

But Fox said even if auto sales pick up, automakers find it ever harder
to justify vast sums for little effect.

"The theatrical events are expensive and the public don't get to see
them, only journalists do," Fox said. "Automakers are focused far more on
return on investment now."

"The same goes for concept cars," he added. "If it doesn't have a chance
of going to market, you won't see it here."